Education Branding should be ‘informative’, students should know what is being offered.

India 01 September 2016: “Branding
in Education is important for the target audience to know what is being
offered. It should be informative in nature, factual and unbiased. If
done with a purpose of selling the course or the institution, it is
bound to backfire. Education is definitely an industry but lots of
academic institutes tend to miss the fine line when it comes to
education. Here, our young consumers are not commodities”, said Dr.
Jitendra K Das, Director of Delhi based premiere B-School, FORE School
of Management.

He
further added, “Creating perception of what is being offered is fine
but at the same timethe education institute has to perform really well
and live up to the expectations built thru perceptions created earlier,
for all the stake holders in the value chain – students, employers and
society. If there is a mismatch it will be lead to disastrous outcome
for the education institute. Our target audiences have high expectation
levels, to say the least. They are more informed, cynical to any
marketing messages and smart enough to understand or turn away from any
‘sales attempt’ under the garb of branding. Before undertaking any
initiative in Education-Branding, academia has to understand the
behavioral patterns of students, respect their aspirations in order to
meet those expectations”.
Touching
upon Social media and branding communication in the current times,Dr.
Das mentioned that social media must be efficiently tapped as the target
group is likely to be there and not in the print medium.
Dr.
Jitendra K. Das was talking on the topic “Branding In Education: Role
of Social Media and Technology” at a seminar recently held in the
capital.

Dr.
Das, an alumni of IIT-Delhi earned his Doctorate from the University of
Toronto, has to his credit many national and international publications
in the areas of Marketing Management, Advanced Marketing Research,
Strategic Internet Marketing and Customer Relationship Management. He
has been teaching at IIM Lucknow, IIM Ahmedabad, IIM Kozhikode and was
the founder Dean of the IIM Lucknow Noida Campus. He has a wide-ranging
Industry experience at various organizations including Wipro Information
Technology Ltd. He has been a consultant to the World Bank, IDRC
(Canada) and GWB (for GTZ, Germany). He has been a member of many
Policy Level Committees of the Government of India. He has also
addressed distinguished gatherings at national and international forums.
He has been awarded “Transformational Leadership Award" in the
LEADERSHIP Awards 2016 organized by ASSOCHAM India.